Cite the objective/s on how EA will maintain their competitive advantage. This/these objective/s should be SMART (Specific, Measurable, Attainable, Relevant and Timebound)(1.1)

EA Games manages to maintain their competitive advantage by releasing one of their know titles consecutively each year. EA Games which is well known for their popular game titles which such as Shooting (Battlefield), Sports (FIFA & NBA) and Strategy (SIMS CITY) game each year. EA Games is a leader in the gaming industry, having these yearly releases is an attainable goal for the games as all their goals are specific, measurable, relevant to each other and are set at an appropriate time.

S - Specific

Release of major NBA sequel (NBA 2K15)

M - Measurable

The game must try include a high level of entry level for its competitors, by adding some special features that only EA Games can acquire and design.

A - Attainable

Successfully complete all tasks required for games creating and marketing while maintaining a controlled budget.

R - Realistic

NBA 2K14 is already known since it has already sold over 40-million copies. The game must be appropriate for all ages and sport enthusiast for PC and consoles.

T - Time bound

Scheduled Release is by Mid-Year 2015

Step 1: Create a Context for Success

a. Identify all the stakeholders in the game design process which may include the following: People with authority to allocate resources and make a decision stick; Key Stakeholders; Experts; Opponents; and Proponents. (2.1)

Key Stakeholders;

Don Mattrick (Founder)

Peter Moiyeux (Managing Director)

John Ricafiello (COO)

Paul Lee (Senior Create Manager)

Cannon Emmorson (Project Manager)

Bing Gordon (COO)

Experts;

Dean Takahashi (Game Industry Expert)

Peter Molyneux (Managing Director of Lion Head Studios)

Don Mattrick (Industry leader & Expert)

Opponents;

Game Critics

Game Blogs against recommendation

Non biased game experts

Proponents;

Sponsors

Game Beta Testers

Series Fanclubs

Biased designers

b. Identify the decision makers that should be included in the game design process (2.2)

Decision Makers

Ceo/Found. Don Mattrick

Managing Director. Peter Moiyeux

COO. John Ricafiello, Bing Gordon

Project Manager. Cannon Emmorson

Identify the right people to be included in the game design process, which may include the following: People with authority to allocate resources and make a decision stick; Key Stakeholders; Experts; Opponents; and Proponents. (2.3)

Key Stakeholders;

Founder. Don Mattrick

COO. John Ricafiello

Experts;

Dean Takahashi (Game Industry Expert)

Don Mattrick (Industry leader & Expert)

Opponents;

Peter Molyneux( Managing Director of Lionhead Studios)

Proponents;

Senior Create Manager. Paul Lee

Step 2: Frame the issue properly.

a. Determine the problem/s encountered by EA in the game design process. Refer to the guideline on how to avoid misbranding. (1.1)*1.a and 3.a should be completed to pass criterion 1.1

1st Problem

The firm does not have a recognized procedure for how developers should pursue new concepts or how managers should evaluate them.

2nd Problem

The firm focuses more on the games interactive features rather than the quality of graphics and special effects.

3rd Problem

The firm concluded that the developers could not overcome essential design flaws if the project experienced large cost or schedule problems.

As to what China and other countries do, there is a sense mass production of quick and cheap products. EA games are in the market to earn a lot of profit just like other companies. There could also be complications with this alternative if it involves the quality of products, it will need more time for fixing and updating since the efficiency is low. Video games from EA has high prices which doesn't value the customer's money. EA games should maximize their profits to additional resources, investments, R&D and titles.

4th Problem

Disciplined Creativity.

With having a strict and closed minded environment inside a game company like EA, this will create a barrier for improvement, creativity and innovation, also affecting the whole game production staff. EA games must provide a positive working environment to makes employees feel good about themselves when coming to work, which will provide the motivation to sustain them every day. They can provide a colorful and artistic working area for the game's producers and creators which will help them to think creatively and productively.

5th Problem

Flaw in artificial intelligence.

A problem that happens in almost all mainstream and rushed games is the glitch within the game's system for the first weeks of its release like slow loading, freezing or lagging, and crashing. These unneeded glitches are a major hinder to the company's reputation. Before any game software can be released, it must be thoroughly tested to ensure that it functions properly. The shipping of a faulty product with bugs can hurt the company's sales or even tarnish the company's reputation. EA games must deliver a game which is both playable and bug free to fit the consumer's expectations.

Step 3:Generate the Alternatives

a. Generate three (3) alternative courses on how EA will maintain their competitive

advantage based on their game design process. Add a description for each alternative course of action. Refer to the Tips for Generating Alternatives and examine if EA complies with these tips. (1.2)

Alternatives

Problem #2

1st alternative

The first alternative will involve developing quality games but with less production. (Quality over Quantity) Implementing this alternative will increase the overall cost of the game, therefore more resources and time will be required.

Problem #3

2nd alternative

The second alternative involves cost cutting on the game design therefore to earn more revenue. (Quantity over Quality). There will be a reduction in the resources, quality of the game, development, more time. Implementing this alternative will decrease the game's due date and will help in launching the product sooner than later. The effect of this will be on the game's quality. If the quality of the product is low this may affect the development of the product over the years.

Problem #5

3rd alternative

The third alternative involves hiring professionals and experts for game testing and consultation. EA games could find world known game creators and ask for improvements. This will help in identifying the latest trends and aspects that needs improvement

Step 4: Evaluate the Alternatives

1.3 Determine the variables to consider for each alternative course of action and assess the internal and external sources of information for each variable *Choose atleast 3 for Variables to consider

Cost

Benefits

Financial Impacts

Intangibles (Company reputations, image. Will it be affected? )

Time (The game must be released at an appreciate time)

Feasibility

Resources (Does the game have the required resources? Employees? Budgets?)

Risk

Ethics

1st alternative

Develop better games.

Quality over Quantity, Quality, development, less time.

*This will increase the overall cost of the game, more resources will be required together with time.

Benefits

The benefits; Customer satisfaction will be achieved higher than standard, the game has a possibility of becoming a known franchised product if created well.

Intangibles

If EA Games were to release quality games, it is possible that the image of the gaming industry would see EA games as a leading game company and would be more respectable since their games are in trend, playable and bug free.

Resources

The cost of resources will be more costly since there will be more R&D's needed for the production but can be charged back by increasing the price of the games sales. If the game clicks, the risk will be worth it.

2nd alternative

Cost cutting on the game design, Reduction in resources, Quality, development, more time.

*This will decrease the games due date which will help the gaming company to launch their products sooner than later. The effect will be on the game's quality. If the quality's low there will be less development.

Benefits

The time for the release of the game will be quick and cheap since the development within the game e.g. graphics, length and quality adjustments is just low. As long as the game is playable and clicks with the audience then this will be a benefit.

Intangibles

This alternative will have to rely on a strong titled game name. If the game makes high sales it will add to the image of the company. If the game flops and doesn't click, this will tarnish the image of the game and company.

Resources

As this is a budgeted alternative, the resources will cost less. The overall production of the game will not have the best of quality and innovative creativity since it's quick and cheap to produce, but this will be a "playable" game.

3rd alternative

Hire professionals and experts for game testing and consultation. Find world known game creators and ask for improvements.

Benefits

Hiring professionals and experts will help in getting feedbacks and analyzing the in development of the game to find errors and defects.

Intangibles

By hiring known professionals and experts with a highly appreciated background for releasing popular games it is possible that this will increase the company's profits and the game title's reputation since they know what to expect from the game already. This will also help the EA company to maintain the top spot.

Resources

For this alternative, the resources will cost more since you're paying for their skills and creativity. The overall production of the game will have the best of quality and innovative creativity, and will be a "playable" game.

M3 - Use the prioritization matrix to evaluate the three (3) alternative courses of action and derive a conclusion in a business context (non-technical)

Alternative

Benefits (3)

How the company benefits from the made decisions

Resources (2)

The company's funds and budgets towards the development.

Intangibles (1)

The game & company's reputation and image.

Total

Alternative 1: Develop better games.

Quality over Quantity, Quality, development, less time.

8 x 3 = 24

10 x 2 = 20

10 x 1 = 10

= 54

Alternative 2: Cost cutting on the game design.

Reduction in resources, Quality, development, more time.

5 x 3 = 15

5 x 2 = 10

4 x 1 = 4

= 29

Alternative 3: Hire professionals and experts for game testing and consultation. Find world known game creators and ask for improvements.

9 x 3 = 27

3 x 2 = 6

5 x 1 = 5

= 38

Alternative Conclusion

Alternative 1: Develop better games.

Quality over Quantity, Quality, development, less time.

Creating quality games is the group's most voted alternative for EA Games solutions. Although it may be expensive and time consuming, quality over quantity is always in the customer's best interest but in a business perspective it can be of high risk since the price isn't that attractive to some consumers that have a lower budget. Though having a higher more premium and quality product, this will give a better effect on the company's name and customer satisfaction, in the gaming industry, customers are very cost sensitive since most of their consumer's are kids-teenagers usually capping off with a $80-100 budget.

Alternative 2: Cost cutting on the game design.

Reduction in resources, Quality, development, more time.

Alternative 3: Hire professionals and experts for game testing and consultation. Find world known game creators and ask for improvements.

Step 5: Make the decision

1.4 Recommend and justify one (1) out of the three (3) alternative courses of action through using at least one (1) decision-making technique.

Alternative 2: Cost cutting on the game design.

Reduction in resources, Quality, development, more time.

Reasons for choice:

Higher margins of profit

This creates a bigger budget for its other research and development for the future.

Can use the funds/ savings for creating better games in the long run. Thus creating a high quality game while earning a lot of profit.

Attractive to consumers who have a lower budget.

Can extend the game titles series by limiting the game design.

Utilize profits by saving development on the physical game itself and charge cash for access to extra content.

The chosen alternative was decided because of the above points of reasons. EA games must remember to keep costs under control but to also think of the image of the company. EA games will need a product design team that can create eye catching games while keeping the budget in control. Limiting the budget to a fair amount will allow for a more efficient and creative use of available resources. With this EA games can create the illusion of an expensive product which is actually cheap to produce. This will leave enough funds for upcoming game titles to be developed by EA games.

The decision-making technique that was used by the group is the Point counterpoint decision making technique. Where in order to identify the best alternative to use, the research team was divided into two groups (groups A and B). The process involves the comparisons of the different data, assumptions and recommendations which is shared by each group. Taking time to share each one's thoughts and ideas, they were able to identify and debate the issues till they come to an agreement. Out of the 3 alternatives given, the members of the team came to an agreement to suggest the 2nd Alternative, which is cost cutting on the game design, to produce more and to earn more profit. Wherein sooner than later the money which was saved can be used for R&D to improve the games quality.

b. Recommend the person/people (internal or external) that is/are needed by EA to improve on the decision making process. (2.4)

Decision Makers

(Ceo/Founder) Don Mattrick

(Managing Director) Peter Moiyeux

(COO) John Ricafiello, Bing Gordon

(Project Manager) Cannon Emmorson

M1 - Select and justify a decision-making approach appropriate for the case.

The researcher chose consensus to justify the decision since they had a complete agreement to cost cut on the game design to earn more revenue wherein sooner than later they can improve the quality of the game. Consensus was the chosen process since everyone had their say. Divergent views were fully addressed and there was a clear support among the majority of the members were not one opposed the final decision.

M2 - Using the Characteristics of Good Alternatives guideline, apply it to your three (3) alternative courses of action '

Alternatives

Develop Better Games

Cost cutting on the game design

Hire professionals and experts

Characteristics of Good Alternatives are broadly constructed, Feasible, Genuine and Sufficiently numerous. These will help the decision makers or the research team to create a real set of options or alternatives.

The chosen alternatives by the group are broadly constructed since they all come from different actions and not just from the same idea. The chosen alternatives, options coming from different causes of action can be compared to each other which will help in solving one of the company's main problems.

The chosen alternatives are genuine or real since they are created from the company's concurring problems and not with bias. Genuine alternatives doesn't primarily exist just to make another alternative look practical and higher.

The chosen alternatives by the research team are feasible or realistic since they're all fundable and reachable. Since EA games is one of the leading gaming companies it would be sufficient if they use their resources to fund more on the given alternatives.

The research team has created 3 sufficiently numerous alternatives which is enough to help them with choosing the best option or alternative.

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